TLDR. Here’s what’s inside this blog post:
- My first Six-Figure Facebook Ad.
- The One Thing that finally enabled me to write a high-converting Facebook Ad.
- The Step-by-Step Framework you can to create a Six-Figure Facebook Ad.
My first Six-Figure Facebook Ad.
I recently created a Facebook Ad that has done very well. Here are the details:
- It’s brought in over six figures in sales in less than 60 days.
- The CAC (Cost to Acquire a Customer) is about ⅔ the average CAC for that Ad Campaign/Offer.
- It’s been viewed over 2 million times in a market with about a million people – some of who are not on Facebook.
- It looks like this ad will bring in about half a million dollars in sales in the first 12 months of having been rolled out.
The ad is still working very well, but costs are starting to go up, and it will wear out soon. We are working to scale it further with new images, headlines, and ad text. But, soon it will have to be turned off for 30-60 days until the audience forgets about it.
Then, it will probably be brought back for 30-45 days until it wears out again. This cycle will repeat until it finally stops working – or is replaced by something better.
The One Thing that finally enabled me to write a high-converting Facebook Ad.
I’ve spent years writing different copy that has brought in over $10 Million Dollars in sales. I’ve written thousands of sales emails, dozens of sales pages, Video Sales Letters, Webinars, etcetera.
I have written many different Facebook Ads, but the results were hit or miss. Up until recently, I simply wrote the ad copy, handed it off to a media buyer, and then they took if from there.
Most of the Media Buyers I worked with in the past did not give me any feedback on what was working. They would run ads and every once in a while, they’d tell me, “Hey, I need some new ads. Can you write them?”
The problem was that I never got feedback on what worked, what failed, and how to improve it. Recently, I started working with a new media buyer who has been a lot better to work with. In addition, I started getting more involved with the Facebook ads.
As a result, I discovered how to put everything together and create a high-converting Facebook Ad. Here’s what I found.
The one thing that determines whether or not your Facebook Ad will be a huge success or a miserable failure is…
The Image. It’s like the subject line for your email. It’s like the headline for your sales page. It’s so important that you should spend hours searching for that one perfect image for your Facebook Ad.
But, most images simply get people to stop scrolling. Mine did that, but it also took things to the next level. I found an image that told the big idea of the ad in 1 image. We’ve all heard the saying “A picture says a thousand words.” And this image did that.
What used to take 100+ words to say in an email was said with just 1 picture and a 6 word headline. This image got people to stop and say “Wow! That’s amazing. I need to click and find out more about this.” So, they click, go into the sales funnel, and end up buying the product.
Would you like to do the same thing with your marketing? Then let me show you how to do that.
The Step-by-Step Framework you can use to create a Six-Figure Facebook Ad.
Step #1. Find one powerful big idea.
This big idea puts the entire idea of your ad into something simple. In its most basic form, the big idea can be something like “You can be successful at __. Go here to discover how to do it.”
Now, because most people are skeptical and many people have been burned by products that didn’t work, you can’t simply say that and expect your ad to work. So, you have to move things to the next level.
Here’s a common big idea that most marketers know about. The Big Promise. My _ can do ____ is a common “Big Promise” Big Idea. An example of this in the marketing world is The One Funnel Away Challenge from Russell Brunson.
It’s not very specific as to exactly what they’re promising. But, when you get involved with the Click Funnels Community, you’ll discover that you’re one funnel away from finally having success as an information marketer. So, that becomes a compelling big idea.
Here’s another example of a big idea. An Outrageous Success Story. I happened to use this big idea for the six-figure ad I created. Now, I can’t tell you about that ad, but I can tell you about some other examples of the Outrageous Success Story Big Idea.
A really good example that comes to mind is the one legged golfer Ad by John Carlton. It was a very effective ad for the golf niche – where they talked about a One Legged Golfer who had discovered the secret to kicking butt at golf.
Here’s why this kind of ad works. A normal (two legged) golfer sees the ad and thinks, “If this guy was able to have success at golf – thanks to this secret – when I get it, I’m going to kill it at Golf.” So, they read the ad, enter the sales funnel, and if you have a good product, they become a customer.
Step #2. Find that one picture that sums up exactly what you’re saying.
Go on Pixabay, Shutterstock, and other websites, and look for that perfect picture. If you’re running a one-legged golfer ad, then look for a one legged golfer. If you can’t find the right image, then grab your phone or camera, and go take the picture yourself.
Don’t settle for a mediocre picture. If you’re running a one-legged golfer ad, then don’t use a golfer with a prosthetic leg. Find a legit one legged golfer and get a picture of them making their golf swing.
You can also get a bunch of other pictures of them doing their thing with just one leg: walking, hopping, riding the golf cart, pulling their golf clubs around, posing, etc. You never know which image is going to work the best, so capture a bunch of them!
Step #3. Write the Ad Copy.
Here’s why I wait to write the ad copy AFTER I find the image. It’s because if I can pull up the image in one screen and look at it before I start typing the ad copy. This helps make everything more congruent and let’s me understand the prospect’s exact mindset before they start reading the copy.
This makes the copy more congruent with the image, so it all makes sense and flows smoothly.
Here’s how I like to write my ad copy:
- Two versions of the ad text.
- Five Headlines.
Step #4. Get everything ready to run the ads.
- Get more images. I like to have 3-5 images for each ad.
- Run all of your text thru the Hemingway App so it’s short and punchy.
- Add Emojis in the beginning of the text. I like to add 1 emoji at the very beginning of the text.
- Run it thru Grammarly to make sure the grammar and spelling don’t have any major mistakes. I don’t care much about Grammar Nazis, but some businesses really worry about their image and being “good” corporate citizens. And, it doesn’t hurt to run your stuff thru Grammarly and catch any big mistakes.
Step #5. Run the ad.
This is the Media Buying Part of the equation. You gotta hand it over to your media buyer or run it yourself. But, either way you got to get it out there in the marketplace and see if it takes off or not.
Step #6. If your ad gets traction (not every ad does), then scale it as much as possible.
Some ads work and some don’t. That’s just how marketing works. Once you get an ad that works, you want to scale it as much as possible. It’s hard to find something that works. So, when you do find something, you want to scale that as much as you possibly can.
Here are some ways to do that.
Get more images. This is the most important part for scaling. You can find more on Stock Photo Sites, create them yourself, or hire someone to create them for you. Grab your camera and take pictures. Hire a photographer and tell them to go find them. Photographers and models are cheap and they can get you a lot of pictures.
Write more headlines.
Write more versions of the ad text.
Create new, slightly different variations of ads with a similar big idea. If you discover that the one legged golfer ad worlds, then maybe talk about a 98 year old golfer that shames his grandson: “Discover The Secret A 98-year-old Golfer Uses To Beat Spank His Grandson At Golf.”
Actually, here’s an even better Golf Headline: “Discover The Secret A 98-year-old Golfer Uses To Spank His 37-Year-Old Grandson At Golf.” I don’t know what the typical “peak” age is for a golfer. But, if I found a 98-year-old golfer, I’d use the age of whatever grandson is closest to the “peak” age.
OK, that’s the end of this blog post. If you don’t have enough time to create a six-figure Facebook Ad yourself, then I may be able to help you on a freelance basis. Just contact me for more information. Thanks for reading.
I create Six-Figure Ads for Facebook, Instagram, Youtube, Google, Email Marketing, and other marketing spaces.